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What was Snapchat's elevator pitch?

We are constantly told to think of a compelling simple sentence that explains the why & what of our startup. Yet, as I look at the most successful startups like Snapchat, I find it hard to believe that they could have a convincing elevator pitch.

According to Business Insider, this is the most recent elevator pitch for Snapchat:
Snap Inc. has been working to shed its image of just another social network, like Twitter, that could fail to evolve past its core use. Instead of being called a platform, it’s a now a camera company.

In September, the new elevator pitch or mission statement was swapped out for a new one, which appears in all new job listings: “We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate.”

But what does that really mean? It’s not totally a hardware company yet.

While Snap might call itself a camera company, it isn’t looking to take down Nikon, but to free its users from relying on their smartphone camera to communicate what they’re doing in that moment.
“Our products empower people to express themselves, live in the moment, learn about the world, and have fun together,” continues the new elevator pitch.

Its first foray into living in the moment is its soon-to-be-released Spectacles, a pair of smart sunglasses that can record 10 seconds. Snap wants to untether people from their phones, capture what’s around them, and invent a way to share their world naturally. And this isn’t a new part of the company’s mission — it’s just the first time Snap has started to clearly express it.